More

BATH, U.K. ­– Leading U.K. online sex toy retailer Lovehoney says the ‘”Fifty Shades Effect” is “back and bigger than ever” as the trailer for the upcoming movie aired this morning on the “Today Show.”

As the world catches a glimpse of what can be expected from the Fifty Shades of Grey movie, Lovehoney announced six new products are to be added to the exclusive Pleasure Collection – including a USB rechargeable vibrator and a massage candle.

It is the only range approved by E L James, who recently visited Lovehoney HQ in Bath to discuss the new products, the company says.

"This range is what I always imagined when I was writing Fifty Shades of Grey,” James said. “I'm so excited that the toys I described in the books have come to life and can be enjoyed around the world."

The range has expanded to include nine sex toys, 12 bondage items and 10 “Sensual Care” items. The range is currently available in Spain, France, Germany, Italy, Holland, Russia, South Africa, Australia, the U.S. and Canada.

“The Fifty Shades of Grey movie is a huge event for the whole industry,” said Ray Hayes, commercial director at Lovehoney. “It’s going to expose the brand to a whole new audience who didn’t read the novels, and re­excite those who loved the books when they first came out.

“It’s hard to imagine Fifty Shades of Grey ever going away – and with so many teasers from celebrities and a great trailer exclusive with Today, the demand for all things Fifty Shades is back and bigger than ever.”

“Fifty Shades of Grey” has sold more than 100 million copies and the movie is set to debut in February.

Lovehoney’s Official Fifty Shades of Grey range will include six new items, available in August. Each product has been developed alongside the books’ author, and has been created working around quotes from protagonists Christian Grey and Anastasia Steele.